Just how much of your Web behavior is actually tracked by data aggregators? Well, Google and its affiliates alone track visitor identities on nearly two-thirds (64.4%) of worldwide Web browsing, according to a study by anti-tracking vendor Ghostery. Facebook trailed with trackers for a mere 28.8% of all page visits. Ghostery found 77.4% of pages had at least one tracker while more than 15% of pages had ten or more.

Here’s an alliance between data vendors. Time Inc.-owned Viant, which has an advertising audience database of 1.2 billion registered users, is adding information from retail data aggregator IRI. Marketers will get a clearer picture of advertising results at fine levels of detail, although not tied to identified individuals.

Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation.  The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.